People Magazine reports that:
Zoe’s “push present” was a nearly 10 carat cushion-cut diamond ring designed by jeweler Neil Lane.
There is, however, no conclusive evidence that the present was invented by the jewelry industry to sell more goods, and until recently it was passed on largely by word of mouth or peer pressure among both mothers and fathers. According to Linda Murray, the executive editor of BabyCenter.com, "It’s more and more an expectation of moms these days that they deserve something for bearing the burden for nine months, getting sick, ruining their body. The guilt really gets piled on."Other sources trace the development of the present to the increased assertiveness of women, allowing them to ask for a present more directly, or the increased involvement of the men in pregnancy, making them more informed of the pain and difficulties of pregnancy and labor."